Established in 2016, Persea Naturals was founded with the mission to commercialize novel technology, upcycle food waste and solve one of the highest concerns among consumers, artificial food coloring. By utilizing a raw material that has no other inherent value, the avocado seed, Persea Naturals has achieved these goals with their first product AvoColor, a patent-pending natural food colorant that covers the yellow to red color spectrum. AvoColor is stable to light, oxygen, heat, and acid, and is water soluble. The product’s competitive combination of advantages addresses the growing needs of food manufacturers looking for better performing natural food colors. Following a positive 90-day toxicology study in 2020, Persea Naturals looks forward to filing a color additive petition with the FDA and the EFSA (European Food Safety Authority) in the beginning of 2021.